Marketing - Ngien Cuu Thi Truong [slide]

Nghiªn cøu thÞ tr−êng

Ch−¬ng 2 Harcourt, Inc.

Ch −¬ng 2. Ch−¬ng 2. Nghi ªn ccøu øu ttæng æng hhîp îp vÒ −êng Nghiªn vÒ thÞ thÞ tr tr−êng

1. Kh¸Ý niÖm vÒ thÞ tr−êng 2. Néi dung nghiªn cøu t/h vÒ thÞ tr−êng 3. Ph−¬ng ph¸p nghiªn cøu thÞ tr−êng 4. Ph©n ®o¹n thÞ tr−êng 5. Lùa chän thÞ tr−êng môc tiªu

Ch −¬ng 2. Ch−¬ng 2. Nghi ªn ccøu øu ttæng æng hhîp îp vÒ −êng Nghiªn vÒ thÞ thÞ tr tr−êng

1. Kh¸Ý niÖm vÒ thÞ tr−êng 1.1. §Þnh nghÜa 1.2. Ph©n lo¹i thÞ tr−êng 1.3. Mèi quan hÖ gi÷a DN vμ TT

Ch−¬ng 2. Nghiªn cøu thÞ tr−êng 1. Kh¸i niÖm vÒ thÞ tr−êng 1.1. §Þnh nghÜa KTCT: ThÞ tr−êng lμ lÜnh vùc l−u th«ng, ë ®ã hμng hãa thùc hiÖn ®−îc gi¸ trÞ ®· ®−îc t¹o ra trong lÜnh vùc s¶n xuÊt MARK: Kotler, P., thÞ tr−êng lμ tËp hîp tÊt c¶ nh÷ng ng−êi mua hiÖn t¹i vμ tiÒm n¨ng ®èi víi mét s¶n phÈm

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Ch−¬ng 2. Nghiªn cøu thÞ tr−êng 1. Kh¸i niÖm vÒ thÞ tr−êng 1.2. Ph©n lo¹i thÞ tr−êng (1) - C¨n cø vμo vÞ trÝ hμng hãa trong t¸i s¶n xuÊt - C¨n cø vμo tÇm quan träng cña thÞ tr−êng - C¨n cø vμo tÝnh chÊt kinh doanh - C¨n cø vμo quan hÖ cung cÇu - C¨n cø vμo lÜnh vùc kinh doanh - C¨n cø vμo ®èi t−îng l−u th«ng - C¨n cø vμo ph¹m vi l−u th«ng

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Ch−¬ng 2. Nghiªn cøu thÞ tr−êng 1. Kh¸i niÖm vÒ thÞ tr−êng 1.2. Ph©n lo¹i thÞ tr−êng (2) Trong marketing . ThÞ tr−êng hiÖn t¹i . ThÞ tr−êng hçn hîp . ThÞ tr−êng tiÒm n¨ng . ThÞ tr−êng lý thuyÕt . ThÞ tr−êng thùc nghiÖm

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1.2. Ph©n lo¹i thÞ tr−êng (2) Tμi Tμi nguyªn nguyªn ThÞ ThÞ tr−êng tr−êng tμi tμi nguyªn nguyªn TiÒn TiÒn tÖ tÖ

ThÞ ThÞ tr−êng tr−êng ng−êi ng−êi s¶n s¶n xuÊt xuÊt

Tμi Tμi nguyªn nguyªn

TiÒn TiÒn tÖ tÖ

ThuÕ, ThuÕ, DÞch DÞch vô, vô, hμng hμng tiÒn tiÒn tÖ tÖ DÞch DÞch vô, vô, ho¸ ho¸ ThuÕ ThuÕ tiÒn tiÒn tÖ tÖ ThÞ ThÞ tr−êng tr−êng Nhμ Nhμ n−íc n−íc

ThÞ ThÞ tr−êng tr−êng ng−êi ng−êi tiªu tiªu dïng dïng

ThuÕ, DÞch ThuÕ, DÞch vô, vô, hμng tiÒn hμng tiÒn tÖ tÖ ho¸ ho¸ DÞch ThuÕ, ThuÕ, DÞch vô, vô, hμng hμng tiÒn TiÒn tiÒn tÖ tÖ TiÒn tÖ tÖ TiÒn TiÒn tÖ tÖ ho¸ ThÞ ThÞ tr−êng tr−êngho¸ ng−êi ng−êi trung trung gian gian Hμng Hμng Hμng ho¸, ho¸, dÞch dÞch Hμng ho¸, ho¸, dÞch dÞch vô vô vô vô

1.2. Ph©n lo¹i thÞ tr−êng (1)

ThÞ tr−êng nh÷ng ng−êi trung gian ThÞ tr−êng c¸c nhμ s¶n xuÊt ThÞ tr−êng ng−êi tiªu dïng

ThÞ tr−êng c¬ quan Nhμ n−íc

C«ng ty

ThÞ tr−êng quèc tÕ

Mét sè kiÓu thÞ tr−êng

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Ch−¬ng 2. Nghiªn cøu thÞ tr−êng 1. Kh¸i niÖm vÒ thÞ tr−êng 1.3. Mèi quan hÖ gi÷a DN vμ TT . Quan hÖ gi÷a DN vμ NTD . Hai chu tr×nh cña qu¸ tr×nh trao ®æi . Th«ng tin . Kinh tÕ . Marketing thóc ®Èy qu¸ tr×nh trao ®æi thuËn lîi nhÊt

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Ch −¬ng 2. Ch−¬ng 2. Nghi ªn ccøu øu ttæng æng hhîp îp vÒ −êng Nghiªn vÒ thÞ thÞ tr tr−êng

2. Néi dông nghiªn cøu t/h vÒ thÞ tr−êng 2.1. Nghiªn cøu kh¸ch hμng 2.2. Nghiªn cøu hμng hãa 2.3. X¸c ®Þnh quy m«, ®Æc tÝnh TT

Ch−¬ng 2. Nghiªn cøu thÞ tr−êng 2. Néi dung nghiªn cøu thÞ tr−êng 2.1. Nghiªn cøu kh¸ch hμng . Kh¸ch hμng quyÕt ®Þnh sù tån tại của doanh nghiÖp . Môc tiªu: hiÓu biÕt kh¸ch hμng, nhu cÇu, thÞ hiÕu, l−îng cÇu ... a. X¸c ®Þnh kh¸ch hμng b. Nh÷ng yÕu tè ¶nh h−ëng ®Õn quyÕt ®Þnh mua hμng c. Ph©n tÝch c¸c thãi quen mua hμng . Cña ng−êi tiªu dïng . Cña doanh nghiÖp

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Ch−¬ng 2. Nghiªn cøu thÞ tr−êng 2. Néi dung nghiªn cøu thÞ tr−êng 2.2. Nghiªn cøu hμng hãa a. ChÊt l−îng hμng hãa b. N¨ng lùc c¹nh tranh cña hμng hãa c. Ph¹m vi sö dông cña hμng hãa

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Ch−¬ng 2. Nghiªn cøu thÞ tr−êng 2. Néi dung nghiªn cøu thÞ tr−êng 2.3. X¸c ®Þnh quy m« ®Æc tÝnh thÞ tr−êng a. X¸c ®Þnh quy m« cña thÞ tr−êng b. §Æc ®iÓm cña thÞ tr−êng Tiªu dïng & Doanh nghiÖp

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Ch −¬ng 2. Ch−¬ng 2. Nghi ªn ccøu øu ttæng æng hhîp îp vÒ −êng Nghiªn vÒ thÞ thÞ tr tr−êng 3. Ph−¬ng ph¸p nghiªn cøu thÞ tr−êng 3.1. X¸c ®Þnh vÊn ®Ò nghiªn cøu 3.2. Thu thËp th«ng tin thø cÊp 3.3. Thu thËp th«ng tin s¬ cÊp 3.4. Ph©n tÝch th«ng tin 3.5. Giíi thiÖu c¸c kÕt qu¶ nghiªn cøu 3.6. Sö dông c¸c kÕt qu¶ nghiªn cøu

Ch−¬ng 2. Nghiªn cøu thÞ tr−êng 3. Ph−¬ng ph¸p nghiªn cøu thÞ tr−êng 3.1. X¸c ®Þnh vÊn ®Ò nghiªn cøu . QuyÕt ®Þnh th«ng tin cÇn thu thËp . §Þnh h−íng nghiªn cøu . Tr¸nh sai lÇm . §¹t ®−îc môc tiªu nghiªn cøu

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Ch−¬ng 2. Nghiªn cøu thÞ tr−êng 3. Ph−¬ng ph¸p nghiªn cøu thÞ tr−êng 3.2. Thu thËp th«ng tin thø cÊp . ¦u ®iÓm cña th«ng tin thø cÊp . Nh−îc ®iÓm cña th«ng tin thø cÊp . Nguån th«ng tin thø cÊp . Trong doanh nghiÖp . Ngoμi doanh nghiÖp . Yªu cÇu cña thu thËp th«ng tin thø cÊp

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Ch−¬ng 2. Nghiªn cøu thÞ tr−êng 3. Ph−¬ng ph¸p nghiªn cøu thÞ tr−êng 3.3. Thu thËp th«ng tin s¬ cÊp . ¦u ®iÓm cña th«ng tin s¬ cÊp . Nh−îc ®iÓm cña th«ng tin s¬ cÊp . KÕ ho¹ch nghiªn cøu t¹i hiÖn tr−êng

4 ph−¬ng ph¸p . §iÒu tra, pháng vÊn s©u. focus group . Ph−¬ng ph¸p quan s¸t . Ph−¬ng ph¸p tr¾c nghiÖm . Ph−¬ng ph¸p m« pháng Nguyªn lý Marketing

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Ch−¬ng 2. Nghiªn cøu thÞ tr−êng 3. Ph−¬ng ph¸p nghiªn cøu thÞ tr−êng 3.4. Ph©n tÝch th«ng tin . Tæng quan . Tæng quan qu¸ tr×nh xö lý th«ng tin . T¹i sao cÇn xö lý th«ng tin . Kü thuËt xö lý th«ng tin . Giíi thiÖu c¸c kü thuËt . Thùc hμnh chuyªn s©u víi phÇn mÒm SPSS

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ThS. NguyÔn V¨n Thoan - §H Ngo¹i th-¬ng - 2003

Overview of the Stages of Data Analysis (Zikmund (Zikmund 1997) 1997)

Editing Coding Data Entry Data Analysis Descriptive Analysis

Univariate Analysis

Bivariate Analysis

Interpretation

Multivariate Analysis

Ch−¬ng 2. Nghiªn cøu thÞ tr−êng 3. Ph−¬ng ph¸p nghiªn cøu thÞ tr−êng 3.5. Giíi thiÖu kÕt qu¶ nghiªn cøu . B¸o c¸o kÕt qu¶ nghiªn cøu . Ng«n ng÷, thuËt ng÷ cÇn diÔn ®¹t ®Ó ng−êi ®äc hiÓu ®−îc

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Ch−¬ng 2. Nghiªn cøu thÞ tr−êng 3. Ph−¬ng ph¸p nghiªn cøu thÞ tr−êng 3.6. Sö dông kÕt qu¶ nghiªn cøu . §−a ra c¸c quyÕt ®Þnh . X©y dùng c¸c chÝnh s¸ch kinh doanh . Dù ®o¸n vÒ thÞ tr−êng

Nguyªn lý Marketing

ThS. NguyÔn V¨n Thoan - §H Ngo¹i th-¬ng - 2003

Ch −¬ng 2. Ch−¬ng 2. Nghi ªn ccøu øu ttæng æng hhîp îp vÒ −êng Nghiªn vÒ thÞ thÞ tr tr−êng

4. Ph©n ®o¹n thÞ tr−êng 4.1. Kh¸i niÖm vμ môc ®Ých 4.2. C¸c tiªu thøc ®Ó ph©n ®o¹n 4.3. Yªu cÇu ®èi víi viÖc ph©n ®o¹n

Ch−¬ng 2. Nghiªn cøu thÞ tr−êng 4. Ph©n ®o¹n thÞ tr−êng 4.1. Kh¸i niÖm vμ môc ®Ých Kh¸i niÖm: Môc ®Ých cña p®tt: . §ång nhÊt . HiÓu biÕt c¬ cÊu . Hì trî lùa chän thÞ tr−êng môc tiªu . Ph¸t hiÖn khe hë thÞ tr−êng . T¨ng n¨ng lùc c¹nh tranh

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Ch−¬ng 2. Nghiªn cøu thÞ tr−êng 4. Ph©n ®o¹n thÞ tr−êng 4.2. C¸c tiªu thøc ®Ó ph©n ®o¹n . Kh«ng cã tiªu thøc ph©n ®o¹n thèng nhÊt

. C¸c tiªu thøc ph©n ®o¹n phøc t¹p Ph©n ®o¹n thÞ tr−êng tiªu dïng Ph©n ®o¹n thÞ tr−êng c«ng nghiÖp

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Ch−¬ng 2. Nghiªn cøu thÞ tr−êng 4. Ph©n ®o¹n thÞ tr−êng 4.2. C¸c tiªu thøc ®Ó ph©n ®o¹n Ph©n ®o¹n thÞ tr−êng tiªu dïng . Theo ®Þa lý . Theo t©m lý . Theo hμnh vi . Theo nh©n khÈu häc

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Ch−¬ng 2. Nghiªn cøu thÞ tr−êng 4. Ph©n ®o¹n thÞ tr−êng 4.2. C¸c tiªu thøc ®Ó ph©n ®o¹n Ph©n ®o¹n thÞ tr−êng c«ng nghiÖp . Ngμnh kinh tÕ . Quy m« xÝ nghiÖp . Khèi l−îng ®¬n hμng . H×nh thøc së h÷u

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Ch−¬ng 2. Nghiªn cøu thÞ tr−êng 4. Ph©n ®o¹n thÞ tr−êng 4.3.Yªu cÇu ®èi víi ph©n ®o¹n TT . Râ rμng, thÓ hiÖn sù kh¸c biÖt gi÷a c¸c ®o¹n tt . §¸p øng ®−îc môc tiªu cu¶ c«ng ty C¸c b−íc . Dùa trªn kÕt qu¶ Nghiªn cøu thÞ tr−êng . Ph©n tÝch so s¸nh c¸c ®iÓm gièng vμ kh¸c nhau . Dùa trªn ®Æc ®iÓm cña hμng hãa ®Ó lùa chän tiªu thøc . Ph©n ®o¹n theo c¸c tiªu thøc, vμ so s¸nh c¸c ®o¹n . KiÓm tra sù phï hîp gi÷a tiªu thøc vμ s¶n phÈm Nguyªn lý Marketing

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Ch −¬ng 2. Ch−¬ng 2. Nghi ªn ccøu øu ttæng æng hhîp îp vÒ −êng Nghiªn vÒ thÞ thÞ tr tr−êng

5. Lùa chän thÞ tr−êng môc tiªu 5.1. Lùa chän thÞ tr−êng môc tiªu 5.2. Yªu cÇu ®èi víi thÞ tr−êng môc tiªu 5.3. C¸c ph−¬ng ¸n ®Ó Cty lùa chän ttmt

Ch−¬ng 2. Nghiªn cøu thÞ tr−êng 5. Lùa chän thÞ tr−êng môc tiªu 5.1. Lùa chän thÞ tr−êng môc tiªu Kh¸i niÖm: Lμ thÞ tr−êng mμ c«ng ty lùa chän vμ h−íng tíi ®Ó cung cÊp nh÷ng hμng hãa, dÞch vô nh»m ®¹t ®−îc c¸c môc tiªu kinh doanh cña m×nh. ThÞ tr−êng thÝch hîp nhÊt ®èi víi tiÒm n¨ng c«ng ty vμ hy väng sÏ ®em l¹i hiÖu qu¶ kinh doanh cao.

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Ch−¬ng 2. Nghiªn cøu thÞ tr−êng 5. Lùa chän thÞ tr−êng môc tiªu 5.2. Yªu cÇu ®èi víi thÞ tr−êng môc tiªu . TËp trung nhu cÇu . C«ng ty cã kh¶ n¨ng ®¸p øng nhu cÇu ®ã . L−îng cÇu cña thÞ tr−êng môc tiªu . Môc tiªu doanh sè vμ lîi nhuËn . Cã triÓn väng ph¸t triÓn . ViÖc th©m nhËp kh«ng qu¸ khã . Kh«ng tËp trung c¹nh tranh

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Ch−¬ng 2. Nghiªn cøu thÞ tr−êng 5. Lùa chän thÞ tr−êng môc tiªu 5.3. C¸c ph−¬ng ¸n ®Ó Lùa chän thÞ tr−êng môc tiªu . Toμn bé ng−êi tiªu dïng lμ ttmt . Chän mét sè ph©n ®o¹n . Chän mét ph©n ®o¹n thÝch hîp nhÊt C¨n cø . TÝnh ®ång nhÊt cña s¶n phÈm . TiÒm n¨ng doanh nghiÖp . Vßng ®êi s¶n phÈm . C¹nh tranh trªn thÞ tr−êng Nguyªn lý Marketing

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Ch −¬ng 2. Ch−¬ng 2. Nghi ªn ccøu øu ttæng æng hhîp îp vÒ −êng Nghiªn vÒ thÞ thÞ tr tr−êng

1. Kh¸Ý niÖm vÒ thÞ tr−êng 2. Néi dông nghiªn cøu t/h vÒ thÞ tr−êng 3. Ph−¬ng ph¸p nghiªn cøu thÞ tr−êng 4. Ph©n ®o¹n thÞ tr−êng 5. Lùa chän thÞ tr−êng môc tiªu

Marketing Marketing Decision Decision Support Support System System Collection of internal and external data Q Marketing information system and storage Q Dissemination of information to decision-makers Q Integration of data into company objectives/plans Q

Research Process Problem Recognition Define Problem Secondary Research Quick Primary Research Primary Research Analyze Information Present Findings

Consumer Research Qualitative observation research Q Customer visits in business-tobusiness marketing Q Focus group research Q Electronic observational research Q Decision support systems Q Consumer survey research Q Secondary data analysis Q

Consumer Research

Qualitative Observation Research

Q

Voice of the customer

Q

Hands-on consumer research

Q

Motivational research

Consumer Research

Qualitative Observation Research

Q

Voice of the customer Q

Q

Hands-on consumer research

Q

Motivational research

Expression of the preferences, opinions and motivations of the customer

Consumer Research

Qualitative Observation Research

Q

Voice of the customer

Q

Hands-on consumer research

Q

Motivational research

Q

Conducted by direct observation by managers of the way current customers use specific products and brands

Consumer Research

Qualitative Observation Research

Q

Voice of the customer

Q

Hands-on consumer research

Q

Motivational research

Q

Research method directed at discovering the conscious or subconscious reason that motivates a person’s behavior

Consumer Research

Customer Visits in Business -to-Business Marketing Business-to-Business

Consumer Research

Focus Group Research

Q A focus group is a carefully recruited

group of Q Six to twelve people who participate in a free wheeling, Q One to two hour discussion that focuses on a particular Q Subject, such as product usage, shopping habits, etc.

Consumer Research

Electronic Observational Research

Q Bar-coding and

scanning

Consumer Research

Decision Support Systems

Q A decision support system

(DSS) is a set of computer Q Software programs that help managers Q Make marketing mix decisions.

Consumer Research

Decision Support Systems

Customer sends in warranty card, enters sweepstakes, etc. Permission is given to to record and use information for direct marketing

Record is added to database using database management software (e.g., Microsoft Access)

2 Database elements are specified (name, address, hobbies, etc.) The source of record and data are added

3

1

Database is updated, recording response of customer to campaign

4 6

5

Target segment is specified and deepsegmentation statistical analysis identifies hobbies, interest, usage situation, and promotion preferences

Most appealing directmarketing campaign is designed to promote most appealing products and features to target segment

Decision Support System

Components of a System

Marketing Database

Marketing Information System

Integration with plan

Dissemination to decision makers

Decision Support System

Marketing Database

Internal components

External components

Sales analysis Q Cost analysis Q Financial records

Q

Q

Secondary data Q Purchase of syndicated commercial data Q Marketing research

Consumer Research

Consumer Survey Research Criteria

Direct/Cold Mailing

Mail Panels

Telephone

Complexity and versatility

Not much

Not much

Substantial, difficult to use

Highly flexible

Most flexible

Quantity of data

Substantial

Substantial

Short

Greatest quantity

Limited to < 25 minutes

Sample control

Little

Substantial

Good, nonlisted a problem

Greatest controls

Problematic

Quality of data

Better for sensitive questions, no claifier

Clear up ambiguities, socially accepted answers

Cheating

Unnatural testing bias

Response rate

~10%

60-80%

80% +

0.8

Faster than mail, slower than telephone

A few days

70-80%

Personal In- Mall Home Intercept

Speed

Several weeks + follow ups

Several weeks

3-4 weeks

Cost

$2.50 per interview

Lowest

Relatively Not as low as mail expensive

Less expensive than in-home

Uses

Executive, industrial, medical, readership

All areas

Studies that require national samples

Pervasive-concept tests, name tests, package tests, copy tests

Product testing

Consumer Research

Consumer Survey Research

Q

Reliability Q

Q

Validity

The consistency of measurement over time

Consumer Research

Consumer Survey Research

Q

Reliability Q

Q

Validity

The accuracy in measuring what is intended to be measured

Consumer Research

Secondary Research

www.census.gov www.stat-usa.gov www.yahoo.com www.altavista.com www.lycos.com

Competitor Research

Q

Research Market History

Q

Audit Current Competitors

Competitor Research Q

Q

Research Market History Audit Current Competitors

Q Researching the

history of the market Q Identifies the

marketing mix and product Q dimensions on which sellers have competed strong

Competitor Research

Levels of Competition Ice

Beer

Cream Regular

Juice

Colas

Wine

DietDiet-Rite

Cola

Fast Food

Fruit Colas

Diet Pepsi

Bottled Water

Core Benefit Target Competition: Segment Beverages Competition: Diet Colas Product Category Diet Competition: Coke Soft Drinks Lemon Budget

Limes

Coffee Baseball

Cards

Competition: Food and Entertainment

Competitor Research

Current and Potential Competition Threat through vertical integration or encouraging new entry

Suppliers who work to make you more competitive or play you against your competition

Threat through joint venturing if suppliers’ product/services are involved

Threat of new entrants, including those resulting from mergers and takeovers

Competition among current rivals

Threat through vertical integration or encouraging new entry

Distributors who work to make you more competitive or play you against your competition

Substitute threats Threat through joint venturing or encouraging entry

Competitor Research Q

Q

Research Market History Audit Current Competitors

Q Auditing current

competitors Q Identification of

rivals from which you are gaining Q business and to which you are losing business

Competitor Research

New Competitive Threats Audit New Technology - Converging Markets Threat What price changes in other technology markets appear to influence our sales? Is this effort changing? Which new technology or service is starting to be considered as a substitute for our product or service by consumers? Is this occuring in any particular usage situation or by any particular group of buyers? Are our existing channels encouraging such sub What is our closest new technological or service competition? Who is the major mover and shaker in this new industry? What appears to be its current objective and strategy? What is its growth rate? What has been its effect on our sales? What further threat does it pose? What constraints does it face?

Channel Integration Threat Which supplier is most likely to become a downstream direct competitor in the near future? Why? How would it do it? Is there any evidence of this occuring? Which customers are most likely to become upstream, do-it-themselves competitors in the near future? Why? How would they do it? Does any evidence of such plans exist?

Competitor Takeover - Merger Threat Which mergers, takeovers, or trading coalitions among competitors or from inside pose the greatest threat to our position? What evidence exists that this is likely to occur?

Competitor Research

A Competitive Analysis Template Q

Research Market History

Q

Evaluate w/respect to: Q Q

Q

Audit Current Competitors

Q Q Q Q Q Q Q

Q

Financial Position Market Position Product Position Price Position Inbound Logistics Production Process Outbound Logistics Trade Relations Advertising & Promotions Sales Force Process

Channel Research Summary Evaluation

Competitive Selling Effort

Image and Reputation Geographical markets/customer segments served Major strength, unique value, and importance of this reseller Major weakness and failure of reseller Special personal relations with supplier

Quality of locations Quality of advertising Quality of premises Quality of sales staff Sales-staff knowledge of our products Inventory management Extent we are treated as a preferred supplier Special marketing efforts and cooperation

Purchasing Behavior

Detailed Evaluation Trading Performance Annual sales Annual sales of our product Contribution earned from sales to this reseller Average stock-turn of our products Past average stock-turn of our products Profit performance

Recent ordering history Volume deals/discounts sought and given Other allowances and considerations sought and given Freight Cooperative advertising Promotions Returns Push money and sales contests Special credit terms

AMA AMA Definition Definition of of Marketing Marketing Research Research Specifies the information needed Q Designs the method of collecting information Q Manages and implements the data collection process Q Analyzes the results Q Communicates the findings and implications Q

Types of Marketing Research Firms

Q Syndicated Service

Firms Q Full-Service Research firms

Types of Marketing Research Firms Syndicated Service Firms Q Collect and distribute for many

firms Q Firms share the cost Q Examples: A.C. Nielsen, J.D. Powers, Simmons, Arbitron

Types of Marketing Research Firms Full -Service Research Firms Full-Service

Collect and distribute for one client Q Client assumes entire cost of project Q Research firm takes over marketing research function on behalf of client Q

The Marketing Research Process

Feedback

Q Define

the problem

Q Research Q Data

design

collection

Q Analysis,

interpretation and presentation

The Marketing Research Process

Problem Definition

Q Well defined problems are half

solved Q Help set research objectives Q Help define data collection process

The Marketing Research Process

Exploratory Research

Helps gain understanding of the research question Q Aids in understanding the cause(s) of the problem Q Discuss the problem with informed sources - customers, suppliers, etc. Q Analyze internal records and data Q

The Marketing Research Process

Feedback

Q Define

the problem

Q Research Q Data

design

collection

Q Analysis,

interpretation and presentation

The Marketing Research Process

Research Design

Q Master plan for research Q Identifies the need for primary

versus secondary data

The Marketing Research Process

Research Design

Primary Data Q

Information or statistics collected for the first time during a marketing research study

Secondary Data Q

Previously published data

The Marketing Research Process

Sources of Primary Data

Observation Method Q Observational studies are conducted by actually viewing objects, events, and/or a person’s behavior

Survey Method Telephone interviews Q Mail surveys Q Personal interviews Q Focus group interviews Q

The Marketing Research Process

Sources of Primary Data

Experimental Method Q

In experiments the researcher manipulates one or more of the marketing mix variables and compares the effect on the experimental group to a control group that did not receive the manipulation

The Marketing Research Process

Sources of Secondary Data

Internal Data Q

Includes sales analysis reports, financial performance reports, cost analysis, product profit/loss statements, etc.

Government Data Q Q Q Q Q Q Q

Census of Population Census of Housing Census of Business Census of Manufacturers Census of Agriculture Census of Minerals Census of Governments

The Marketing Research Process

Sources of Secondary Data Research Firm Data

Q

Many private organizations provide information for the marketing executive e.g. trade associations, advertising agencies, “Survey of Buying Power.”

The Marketing Research Process

Feedback

Q Define

the problem

Q Research Q Data

design

collection

Q Analysis,

interpretation and presentation

The Marketing Research Process

Sampling Techniques

Population Q

Total group that the researcher wants to study

Census Q

Collection of data from all possible sources in a population or universe

The Marketing Research Process

Sampling Techniques

Probability Sample

Q

Sampling techniques where respondents have a known (nonzero) chance of being chosen

The Marketing Research Process

Sampling Techniques

Probability Sample

Simple Random Sample

Q

Probability sample where researchers choose respondents from a complete list of the population

The Marketing Research Process

Sampling Techniques

Probability Sample Q

Simple Random Sample Stratified Sample

Probability sample where researchers divide the complete population list into groups and then use single random sampling techniques on the subgroups

The Marketing Research Process

Sampling Techniques

Probability Sample Q

Simple Random Sample Stratified Sample

Cluster Sample

Probability sample where researchers randomly choose areas of geographic clusters before random cluster selection

The Marketing Research Process

Sampling Techniques Nonprobability Sample

Q

Arbitrary sampling technique where respondents have an unknown or zero chance of being chosen for the sample

The Marketing Research Process

Sampling Techniques Nonprobability Sample

Q

Nonprobability sample where researches choose respondents based on ease of availability of respondents

Convenience Sample

The Marketing Research Process

Sampling Techniques Nonprobability Sample

Q

Nonprobability sample where researchers conveniently match characteristics in the population with quotas

Convenience Sample Quota Sample

The Marketing Research Process

Sampling Techniques Nonprobability Sample

Q

Nonprobability sample based on arbitrary judgments by the researcher

Convenience Sample Quota Sample

Judgement Sample

The Marketing Research Process

Feedback

Q Define

the problem

Q Research Q Data

design

collection

Q Analysis,

interpretation and presentation

The Marketing Research Process

Analysis, Interpretation, and Presentation

Q Must present findings in clear,

understandable manner Q Communicate properly with audience